Happy birthday to Google Ads, it’s that time of year once more!
Every five years, we have historically marked the occasion by assembling a monument to Google, the company that dominates the fields of cloud computing, computer software, quantum computing, e-commerce, artificial intelligence, and consumer electronics. Look at their impressive 2-0.
However, given what a hectic year it has been for the hunt, we’re sure you’ll agree it’s time to toast with champagne, cut a cake, and settle down for a new, yearly honoring.
Brand-new products at Google Marketing Live
At Google Marketing Live (GML) this year, Google unveiled a number of new AI-powered ad tools, including:
- Google Ads lets you create campaigns using conversational AI
- Google Search Generative Experience integrates Search, Shopping ads.
- Google PMax adds generative AI to create text assets, images.
- Google Ads will create AI-powered assets that target search queries.
- Google Product Studio brings AI-generated images to advertisers.
- Google: Merchant Center Next to replace Merchant Center
- Brand limits in wide match and AI in smart bidding are recent additions to Google Ads.
- Google Ads now offers two additional campaign types: Demand gen and video views.
The search engine talked a lot about AI at Google Marketing Live 2023, but the emphasis wasn’t on AI taking over. The internet giant emphasised that AI is not intended to completely replace advertisers, but rather to assist them with their tasks. These adjustments are meant to improve management over automated marketing while also saving time.
Ads on SGE
When the Search Generative Experience (SGE) debuted in August 2023, Google began rolling out search advertisements on it. All advertisements had a sponsored ad mark and appeared in certain ad locations.
The search engine initially did not provide advertisers the option to refuse to display advertising on this new platform because it wanted to carefully monitor ad effectiveness and user experiences.
Tracking differences in ad performance between the new Google Search Generative Experience (SGE) and the old Google Search wasn’t immediately possible during the experimental phase, despite the importance of doing so. To make sure that the ad experience benefited both searchers and advertisers, the search engine pledged to continuously review, test, and modify its strategy.
Retirement of attribution models
In the middle of October 2023, Google abolished the following four rules-based attribution models for all properties in Google Ads and Google Analytics:
• Time decay.
The Admin API and Analytics user interface both no longer contain the models mentioned above.
Less than 3% of conversions in Google Ads used these models, as was confirmed by a Google spokesman, leading to the demise of these four attribution models.
Federal antitrust trial
When the CEOs of Google were questioned by the Department of Justice over its advertising tactics during the federal antitrust trial, it sent shockwaves through the PPC industry.
The results of the search showed that:
• It quietly increases ad prices by as much as 10% without telling advertisers.
• The highest bidders of ad auctions don’t necessarily win.
• It used RGSP – which has resulted in more ad revenue.
Before the start of 2024, U.S. District Judge Amit Mehta is anticipated to make a decision.
Google’s position as the top search engine in the world may be in jeopardy if it loses the case since it may no longer be installed as the default search engine on common goods.
Demand Gen was introduced by Google in substitute of Discovery Ads, and it began its global rollout in October 2023. As the “next generation of Discovery campaigns,” it offers new options, inventory, and data, as well as an improved ad design process.
In a thread on X, Google advertisements Liaison Ginny Marvin stated that “Demand Gen campaigns combine image + video ads in one place and can be used to drive conversions, site visits, and actions like sign-up and add-to-cart across YouTube, Discover and Gmail.”
By early 2024, Google has set a deadline for all current Discovery campaigns to convert to Demand Gen, signalling a big change in their advertising approach.
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